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The integral role of social media champions

By Alexandra Reid

We have used the term “champion” many times on this blog to describe those risk-inclined individuals who become the essential drivers of progressive change within the commercialization ecosystem. Champions can wear many hats. We have described them as mentors, investors and, perhaps most importantly, advocates who take that leap of faith and make doors open at that critical juncture to snatch success from the jaws of failure.

In the process of creating and executing a social media marketing strategy to help bring technology to market, champions fall into two distinct categories:

  1. External champions of your technology who can be found, engaged and developed through social media.
  2. Internal champions of social media who advocate new tools and embrace enterprising tactics that allow their businesses to successfully compete within the social space.

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September roundup: What does it take to get technology to market?

Thank you for being with us for the eighth month of our new blog. In case you missed them, here is a recap of our posts from September.

Last month, we concluded our Commercialization Ecosystem series and launched two new series, Technology Marketing 101, which features anecdotal stories about how a successful marketing program was developed, executed and measured, and A Startup’s Story, which will explore individual startups as they work to bring their technology to market. We welcome your feedback.

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Recent Comments

  • Bob Bailly : Your new mode of working means no face to face interaction yet you call yourself empathetic. How can removing yourself from daily human social interactions and possibly understand what makes other people tick. Research from UCLA suggests messages conveyed face to face are understood primarily by reading body language (57%) and tone of voice (35%), and that words convey only 7%. By interacting only through computer based non-video technology is like weightlifting only using your right forearm.

  • Anna : As a freelancer who spends much of her time on the computer writing, I find that I have a brain which connects empathically to people despite how much time I spend on technology. In fact, I am not happy being immersed daily in what I called 'imposed' social interaction (social interaction brought on by having to interact with co-workers). Such social interaction used to make be egregious, used to make me dislike co-workers, and have a generally negative view on work life. Furthermore, people like me who are generally empathic can 'hide' in our homes and be safe from others while we work; safe from their criticisms and aversions, safe from bullying and harassment. Furthermore, our talents as writers, photographers, or whatever, flourish absolutely under one important condition - freedom. I support moving work to an online domain because I see also how harmful the 9 - 5 is for people; how it drains them, how its endless cacophony of alarm clocks and ringing bells--lunch hours and lunch rooms, forced staff retreats and uncomfortable interactions with bosses--is killing them. I support allowing technology make us more efficient, happier. I support voluntary--not forced--interaction. I support eliminating the workplace altogether and creating NEW modes of working, either from home or through community-based platforms such as outdoor spaces.

  • 5 Ways to Engage With Your Brand Voice - icuc.social : [...] “A strong company voice on social media should emphasize the company’s values, objectives and key differentiators that set it apart from its competitors. These can be expressed in the tone of the communication and the content that is shared with community members and the target audience.The best social media voices are communal, grammatical, dialectical, authentic, original, contextual, relevant, timely, persistent, responsive, helpful, generous and more informal. A company’s social media voice should only be changed if absolutely necessary and should maintain all of these qualities. Any change should be preceded by lots of information explaining the change to community members to ensure they know it is deliberate and that the company isn’t suffering from some form of instability, which jeopardizes relationships.” [@TechAlly, Francis Moran & Associates – via Francis Moran & Associates] [...]

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